title: Apple iPhone 6
This assessment consists of two parts: Gathering information for competitive research and presenting information as a competitive analysis.
Part 1: Competitive Research (1–2 pages):
Identify and describe the key data the company should know about the competition’s key competitive products. Begin with the following categories, and add any others that might be additionally useful for the product you have chosen:
Unique selling proposition.
Explain how the company you are working with could obtain that data on the competition’s key competitive products, which would become what is referred to as “competitive intelligence.”
Part 2: Competitive Analysis (2–3 pages):
Conduct a competitive analysis for the product you have chosen based on available and free resources. Complete the following:
Select and describe the two most significant competitive factors for the product you chose.
Select and briefly describe the key competitors and competitive products for your chosen company and product.
Select a scale and rate your product and the competitive products based on your two chosen factors.
Justify your ranking.
Use a software application of your choice, such as PowerPoint or Excel, to create a perceptual map, as follows:
Build a two-dimensional matrix, using the competitive factors as the X and Y axes.
Locate and plot each product—the one you chose and the competitive products you researched—in the appropriate locations in the matrix.
Attach your perceptual map in the appendix to this assessment. It is not included as one of the pages in the 3–5-page body of the paper.
Analysis and Conclusions.
Explain how your selected product compares with the competition, based on what you discover in this analysis. Be specific about the factors involved.
Explain your conclusions about your selected product:
Its competitive position.
The implications for enhancing its marketing.
Written communication: Written communication should be free of errors that detract from the overall message.
APA formatting: Your analysis should be formatted according to current APA style and formatting.
Length: 3–5 typed and double-spaced pages.
Font and font size: Times New Roman, 12 point.
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